Why video is the following large factor in ecommerce and leverage its energy

Videos help ecommerce businesses gain credibility, drive traffic, and gain more market share.

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May 8, 2021 4 min read

The opinions expressed by the entrepreneur’s contributors are their own.

Ecommerce store owners are always looking for ways to improve the customer experience. Since the customer cannot touch and feel the product, companies become more creative. First there was a product list with detailed product specifications. Then pictures quickly became an enhancement. Now there is a video.

There is a saying that a picture is worth a thousand words, but what is a video worth?

Why video is so powerful

While a series of images from different angles is helpful, a video can provide perspective. Video provides a deeper understanding of a product’s real world application as customers can actually see someone using the product.

Customers are now using Youtube to check for reviews and testimonials during their research, especially if the product they are considering is a big investment. In 2020, Google decided to include Youtube videos in its organic search results. By recording videos that appear when someone searches for product information online, you can attract visitors from your videos to your website.

Alternative advantages of videos

Videos can be used for marketing purposes in a variety of ways. For example, if a customer shows a product on your website, you can re-target it on platforms like Facebook by playing a video of a customer testimonial for that exact product right on their feed.

You can also use videos in Facebook ads or in your email marketing. Imagine a customer was in the process of making a purchase on your website and at the last moment abandoned the checkout process. You could automate emails that are sent out shortly afterwards with video reviews from your previous customers describing how your product changed their lives. Wouldn’t that be powerful?

Related: 5 Reasons You Need Video In Your Marketing Strategy (With The Statistics To Prove It)

Where to start

If you’re selling your own products, it’s pretty easy. You can create videos showing how the product is used, share some products with influencers to review on their social channels, or even create videos on how to get the most out of your product. The list goes on.

If you are an online reseller, you may not have the products on hand so you need to be a little more creative. You can contact previous customers and ask them for a video testimonial. You can also visit your supplier’s facility and create a walkthrough-style video that gives you a behind-the-scenes look at how the product is made. This example is also very believable.

Related: 6 Ways To Strengthen Your Video Marketing Strategy

Once you have the first couple of videos

The next step is to upload these videos to Youtube and show people how to find your website. You can include a link in the description and then add these videos to your marketing efforts. You can put the videos on the pages that are most likely to make a difference. Just a few videos can improve the customer experience, increase the traffic from Google and Youtube as well as the conversion rate of the existing customers.

Add new and creative videos regularly so that the effects build up over time. This method gives you an advantage over your competitors and gives you more market share in your industry. Requesting video testimonials can even become a routine that you can automate. Set up an email campaign to be sent to customers 30, 60, or 90 days after delivery, depending on how long the customer needs to use it to help you with a testimonial.

This year is the year of the video. If you add video to your routine, you will look back in a year and find that it has contributed to exciting growth.

Related topics: Connecting with your target audience through video

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